Houston, TX -- (SBWIRE) -- 02/12/2010 -- We live in an age where brilliant marketers deliver wonderfully crafted messages with such precision and accuracy that we often consume our latest wants well before our basic needs. Who can resist a glossy global brand whose image and brand identity aligns us with a Hollywood star, eternal youth, celebrity billionaires, TMZ headlining bad boys or misunderstood pop stars? As alluring as a pure, completely homogenized and calculated for profit product can be…if you take the pulse of American buyers today, a function-centered groundswell is occurring in the greater collective consumer consciousness.

What transformation is on the horizon? People are getting smarter. Information is more readily accessible then ever and science has sprung forth as the sexiest star of the practically chic brand conscious. The global shift of “function over style” is the latest anti-trend, trend. In a bastion of logic prevailing scientists, products that focus on content rather then packaging will challenge our sensibilities. Imagine a shelf filled with products that actually perform well and happen to be in nice packages.

In the heart of Houston, Texas in an unassuming industrial park, science is on a collision course with style in a big way and it has a name; Shiva. If you haven’t heard the name Dr. Frank Tavakoli or Shiva, it wouldn’t be surprising. Dr. Tavakoli is a passionately educated man armed with a Phd in Chemical Engineering and his unbridled commitment to changing the way we look at hair care has quietly driven his been work for the past 15 years. Since the early 90’s, Dr. Tavakoli and his team have been developing radical formulations for hair care in his private laboratory blending science and nature to create some of the finest products ever conceived. Years before “organic botanicals” were popular, Dr. Tavakoli or Frank as he prefers to be addressed had been creating earth friendly concoctions out of his love for science and the planet.

One conversation with Frank and you will understand that his obsession with creating truly amazing products that focus on earth friendly ingredients is his purpose. Every ingredient, every process, the way he manufactures, packages and creates is all steeped in a greater philosophy that marries carefully chosen organic content with recycled single layer packaging. “Shiva has always been about the content. Ingredients like a great recipe make the difference between a meal and a culinary masterpiece. In the real world the best recipes are determined by the consumer definition. At Shiva we have been very fortunate to align ourselves with some of the finest professional stylists in the hair care industry to help us transition our products from the laboratory to the salon. Results are what drive our design, and performance is what defines our success,” says Tavakoli.